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Late capitalism finally has its own typeface

Brand New Roman is a typeface made out of the most famous brands in the world.

Late capitalism finally has its own typeface
[Images: Hello Velocity]

Brands are usually the ones hijacking typefaces for their own benefit, but the design studio Hello Velocity has reversed the trend with a funny exercise in type design: A complete typeface made out of famous logos.

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The mere fact that the designers could easily find 76 recognizable brands to stand in for every letter of the alphabet, including uppercase and lowercase glyphs, plus the numbers from 0 to 10, underlines how saturated by branding our world is today. There’s Tesla, Facebook, Google, Visa, 7-Eleven, and of course, the epitome of e-commerce and needless consumerism, Amazon. Given the company’s previous work, which includes sharp criticism of McDonald’s and Tinder, the typeface–called Brand New Roman–seems like a clear critique of capitalism.

[Images: Hello Velocity]
The company even managed to throw in a clever “ligature” in a wink to its own branding. If you type “H” (Honda) and “I” (IBM), the typeface will automatically join the two letters with Hello Velocity’s own logo–a lowercase “hi” in a circle–bringing the critique full circle (pun intended).

If you want to play with Brand New Roman, head over to the firm’s website to download the font.

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About the author

Jesus Diaz founded the new Sploid for Gawker Media after seven years working at Gizmodo, where he helmed the lost-in-a-bar iPhone 4 story. He's a creative director, screenwriter, and producer at The Magic Sauce and a contributing writer at Fast Company.

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